POV
Every fintech leader I talk to right now is chasing "momentum."
But momentum isn't magic, it's math.
Activity looks like progress until you realize no one can articulate what all that motion is building toward. You can spot false momentum by three signs:
Every team has their own "priority"
Marketing is announcing more than it's advancing
No one can answer, "What are we building toward this quarter?"
True momentum isn't a flurry of launches, posts, and pilots. It's a compounding effect. And like any compounding system, the equation matters:
Momentum = Clarity × Consistency × Time
When any variable drops to zero, the whole thing stalls. Busy isn't the same as bold.
Field Note
A top-20 regional bank we worked with started the year measuring "success" by campaign volume. By Q3, their marketing team was drowning in 43 campaigns with no lift.
We stripped it down: 3 plays, 1 shared narrative, and a new internal rule: no campaign without a "why" statement. Within two quarters, brand recall rose 18%.
What they learned (and what most fintech and FI teams miss) is that "doing more" is an emotional hedge. When the strategy feels shaky, activity fills the void.
Try This With Your Team
"If we stopped doing 80% of the plan, what 20% would still move the business?"
Then build your Baseline + 1:
Baseline: Repeatable, proven plays that sustain your brand.
+1: The one bold experiment for next quarter.
As you narrow down, write a "why" statement for each initiative. If the "why" starts with "because X asked for it" or "because competitors are," cut it.
Takeaway
Momentum isn't motion. It's clarity multiplied by consistency over time. When you tighten the equation, you don't chase energy…you generate it.
The BrandThnk Briefing is invite‑only, but feel free to share it with a fintech or FI leader who needs a boost!
—Allison